Tell Me a Story (Rob Anderson Commentary)

Rob Anderson

What’s your story? If you own a business or have a product to sell and you don’t have an answer to that question, then you may be in trouble. Why? Well, let me begin with a story …

A few months back, I heard a story on NPR titled “Is a Stradivarius Just a Violin?” I’m no musician and I have little to no knowledge of instruments, but even I am familiar with Antonio Stradivari and the fame of his rare and coveted violins and violas that can sell for tens of millions of dollars.

NPR told about two researchers who set out to determine whether a Stradivarius did indeed have a special sound. They conducted multiple tests with a variety of musicians, and most could not tell whether they were playing a Stradivarius or a much newer violin.

It was a fascinating report, but I might not have paid close attention if not for the reporter’s opening line: “Part of a good brand is a good story, and there are a lot of good Stradivarius stories.” At another point, the question arose: “How much of the Stradivarius’ appeal is about the sound of the instrument, and how much is about the brand?”

I won’t pass judgment on the findings about Stradivarius instruments, but the points about the storytelling and brands are spot on. Whether we recognize it or not, we’re drawn to good stories, whether they come from a parent, a neighbor, an author, a filmmaker, a musician or, yes, a brand or business.

In his 2011 book “The Storytelling Animal: How Stories Make Us Human,” Jonathan Gottschall writes, “Human life is so bound up in stories … that we are thoroughly desensitized to their weird and witchy power.”

Consider Steve Jobs and Apple. The story of how he lost his job at Apple and then returned to take the company to new levels of success was captivating. Jobs, his passion for design and utility and his perfectionism defined Apple and drove brand loyalty and buzz. If Apple struggles at all in the post-Jobs era, it is with starting a new story that captures the imaginations of customers and keeps them loyal to Apple products.

Now, if you are not a business icon like Steve Jobs, or if you’re the chief marketing officer for a company that does not have a particularly charismatic leader, you shouldn’t give up on the idea of creating a “brand story” for your business. Here are some ideas for crafting a clear and compelling story that can play out in traditional marketing and in online and social media channels:

• Let the product lead. Does your product have a unique origin? Was it conceived over dinner with friends or was the prototype built in your basement? Does it make life easier or more enjoyable?

• Embrace history. Do you have old photos, videos or even old ads that would make people feel nostalgic? What kind of obstacles did you overcome in building the business?

• Consider charity and community outreach. Have you given to a local cause for decades? Why did that cause register and how does it connect to your business? Is there a personal story behind it?

• Look within your own walls. Do your employees have stories to tell about your business and the role it has played in their lives? Do they have compelling personal stories they are willing to share?

• Get creative. For his book “Contagious,” Jonah Berger researched “share-ability,” both personally and in social media, and identified a good story as a key component. For example, a Philadelphia steakhouse put a $100 cheesesteak on the menu, and, despite seeming ridiculous, it drove traffic to the restaurant as well as an extraordinary amount of conversation and media attention. Is there a unique or attention-grabbing service or product that can help define your business in the eyes of the public?

• Ask your customers. Do your customers have fond memories or good experiences or success stories to share?

In a marketplace crowded with worthy competitors, great stories or storylines can help you stand out. A good product or service alone doesn’t guarantee success; your story must be one that resonates with customers and excites them. Start thinking like a writer or like your favorite uncle who entertained the whole table every Thanksgiving, and it just might improve your bottom line.

Rob Anderson is director of content strategy for Cranford Johnson Robinson Woods advertising agency in Little Rock. Email him at Rob.Anderson@CJRW.com.